Sessions @ The Dieline Conference: Seattle's Best Coffee
by First name Last name on 03/17/2011 | 3 Minute Read
The Session: Designing Courage - The Inside Story of an Unexpected Partnership presented by Seattle's Best Coffee.
Go behind the scenes of one of the biggest brand reinventions of 2010. In this session you'll learn how putting design at the center of the brand strategy created an unexpected result. Hear the perspective from both the client and agency on courage and risk-taking and discuss the special role packaging plays in today's integrated communication model.
Michelle Gass, President, Seattle's Best CoffeeSteve Cullen, Creative Director and Design Director, Creature
In May 2009, Seattle’s Best Coffee, part of Starbucks Corporation, unveiled a new brand direction as part of a bold reinvention of the coffee company that was acquired in 2003. The new brand identity, including a new logo, plays a key role in Seattle’s Best Coffee’s strategy to redefine the traditional conventions of the coffee category, making high-quality coffee more accessible than ever before.
Seattle’s Best Coffee has also recently announced a radically simplified packaged coffee line designed to change the conventions of the coffee category. The Seattle’s Best Coffee “Level” System delivers great tasting, premium coffee with an expanded blend offering in conjunction with an innovative and bold new packaging concept. The Level System’s unique array of numbers and vivid colors tell consumers exactly what they want to know: which type of coffee fits their taste profile. Seattle’s Best Coffee is the first brand in the coffee category to offer this unique approach, which began hitting grocery and retail store shelves in December 2010.
Michelle Gass was named president, Seattle’s Best Coffee in September 2009 further highlighting the importance of the brand within Starbucks Corporation. As the president and leader of this business, Michelle has responsibility for transforming a beloved 40-year-old brand into a billion-dollar brand. Challenged to innovate and bring a fresh approach to Seattle’s Best Coffee, Michelle is now directing substantial change intended to build the company’s relationship with current and future customers.
Michelle leads all aspects of the Seattle’s Best Coffee business, including the global brand strategy, multi-channel growth plans, and existing and future businesses. The business today includes the portfolio of more than 550 specialty coffee cafes across the U.S., the packaged coffee and ready-to-drink business in grocery and other retail channels, and the Seattle’s Best Coffee foodservice business, which includes relationships with brands like Alaska Airlines, Royal Caribbean Cruise Lines, Subway Restaurants, Burger King Restaurants, and AMC Theatres. Michelle also oversees the company’s growing franchising program.
Session Date: Friday, June 24th
Session Time: Breakfast Roundtable, 8:00 am - 8:50 am
Session Location: The Dieline Package Design Conference, Chicago